Activity in the brain’s valuation and mentalizing networks is associated with propagation of online recommendations

Abstract Word of mouth recommendations influence a wide range of choices and behaviors. What takes place in the mind of recommendation receivers that determines whether they will be successfully influenced? Prior work suggests that brain systems implicated in assessing the value of stimuli (i.e., su...

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Autores principales:	Elisa C. Baek, Matthew Brook O’Donnell, Christin Scholz, Rui Pei, Javier O. Garcia, Jean M. Vettel, Emily B. Falk
Formato:	article
Lenguaje:	EN
Publicado:	Nature Portfolio 2021
Materias:	Medicine R Science Q
Acceso en línea:	https://doaj.org/article/b40a8c123b1448f1998a02568b908653
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spelling	oai:doaj.org-article:b40a8c123b1448f1998a02568b9086532021-12-02T14:49:11ZActivity in the brain’s valuation and mentalizing networks is associated with propagation of online recommendations10.1038/s41598-021-90420-22045-2322https://doaj.org/article/b40a8c123b1448f1998a02568b9086532021-05-01T00:00:00Zhttps://doi.org/10.1038/s41598-021-90420-2https://doaj.org/toc/2045-2322Abstract Word of mouth recommendations influence a wide range of choices and behaviors. What takes place in the mind of recommendation receivers that determines whether they will be successfully influenced? Prior work suggests that brain systems implicated in assessing the value of stimuli (i.e., subjective valuation) and understanding others’ mental states (i.e., mentalizing) play key roles. The current study used neuroimaging and natural language classifiers to extend these findings in a naturalistic context and tested the extent to which the two systems work together or independently in responding to social influence. First, we show that in response to text-based social media recommendations, activity in both the brain’s valuation system and mentalizing system was associated with greater likelihood of opinion change. Second, participants were more likely to update their opinions in response to negative, compared to positive, recommendations, with activity in the mentalizing system scaling with the negativity of the recommendations. Third, decreased functional connectivity between valuation and mentalizing systems was associated with opinion change. Results highlight the role of brain regions involved in mentalizing and positive valuation in recommendation propagation, and further show that mentalizing may be particularly key in processing negative recommendations, whereas the valuation system is relevant in evaluating both positive and negative recommendations.Elisa C. BaekMatthew Brook O’DonnellChristin ScholzRui PeiJavier O. GarciaJean M. VettelEmily B. FalkNature PortfolioarticleMedicineRScienceQENScientific Reports, Vol 11, Iss 1, Pp 1-11 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	Medicine R Science Q
spellingShingle	Medicine R Science Q Elisa C. Baek Matthew Brook O’Donnell Christin Scholz Rui Pei Javier O. Garcia Jean M. Vettel Emily B. Falk Activity in the brain’s valuation and mentalizing networks is associated with propagation of online recommendations
description	Abstract Word of mouth recommendations influence a wide range of choices and behaviors. What takes place in the mind of recommendation receivers that determines whether they will be successfully influenced? Prior work suggests that brain systems implicated in assessing the value of stimuli (i.e., subjective valuation) and understanding others’ mental states (i.e., mentalizing) play key roles. The current study used neuroimaging and natural language classifiers to extend these findings in a naturalistic context and tested the extent to which the two systems work together or independently in responding to social influence. First, we show that in response to text-based social media recommendations, activity in both the brain’s valuation system and mentalizing system was associated with greater likelihood of opinion change. Second, participants were more likely to update their opinions in response to negative, compared to positive, recommendations, with activity in the mentalizing system scaling with the negativity of the recommendations. Third, decreased functional connectivity between valuation and mentalizing systems was associated with opinion change. Results highlight the role of brain regions involved in mentalizing and positive valuation in recommendation propagation, and further show that mentalizing may be particularly key in processing negative recommendations, whereas the valuation system is relevant in evaluating both positive and negative recommendations.
format	article
author	Elisa C. Baek Matthew Brook O’Donnell Christin Scholz Rui Pei Javier O. Garcia Jean M. Vettel Emily B. Falk
author_facet	Elisa C. Baek Matthew Brook O’Donnell Christin Scholz Rui Pei Javier O. Garcia Jean M. Vettel Emily B. Falk
author_sort	Elisa C. Baek
title	Activity in the brain’s valuation and mentalizing networks is associated with propagation of online recommendations
title_short	Activity in the brain’s valuation and mentalizing networks is associated with propagation of online recommendations
title_full	Activity in the brain’s valuation and mentalizing networks is associated with propagation of online recommendations
title_fullStr	Activity in the brain’s valuation and mentalizing networks is associated with propagation of online recommendations
title_full_unstemmed	Activity in the brain’s valuation and mentalizing networks is associated with propagation of online recommendations
title_sort	activity in the brain’s valuation and mentalizing networks is associated with propagation of online recommendations
publisher	Nature Portfolio
publishDate	2021
url	https://doaj.org/article/b40a8c123b1448f1998a02568b908653
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Activity in the brain’s valuation and mentalizing networks is associated with propagation of online recommendations

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